Luvansh opens first SoHo jewelry store Sept. 4

Luvansh will open its first brick-and-mortar diamond and fine jewelry store on Sept. 4 in New York’s SoHo neighborhood, giving shoppers a place to try on lab-grown and natural diamond pieces in person. The move marks the online retailer’s push into physical stores as it targets holiday and engagement-season demand.

Why it matters: - Luvansh is moving beyond online sales and into physical retail, a shift that can help shoppers compare lab-grown and natural diamonds side by side before buying. - The store is opening just ahead of holiday shopping and engagement season, when jewelry demand typically picks up. - The opening also signals the company’s plan to expand into additional U.S. retail markets.

What happened: - Luvansh will open its first brick-and-mortar jewelry store on Friday, Sept. 4, in New York City’s SoHo neighborhood. - The store is at 436 W. Broadway, New York, NY 10012. - The shop spans 250 square feet. - The grand opening will include a ribbon-cutting ceremony, remarks from Luvansh CEO Aakash Jobanputra, a celebratory toast and a tour.

The details: - The SoHo location will showcase Luvansh’s lab-grown and natural diamond jewelry. - Shoppers will be able to try on engagement rings, diamond stud earrings and diamond bracelets in person. - The store will carry lab-grown and natural diamond necklaces, diamond tennis bracelets, engagement rings, diamond eternity and anniversary bands, men’s wedding bands, diamond stud earrings and loose diamonds. - Loose diamonds in the store will be GIA- and IGI-certified. - Store hours are 11:30 a.m. to 7 p.m. ET every day. - Customers can also shop online at luvansh.com.

Between the lines: - Luvansh is leaning on price transparency and a price match guarantee as it widens its retail footprint. - The SoHo address places the brand in a high-traffic shopping district, which can help attract shoppers who want to compare products before making an engagement-ring purchase. - Jobanputra said the New York storefront is the start of the company’s international expansion. - Jobanputra also said many customers had asked for a place to experience the jewelry in person.

What's next: - Luvansh plans to open additional retail locations in key U.S. markets. - The company also plans to increase its focus on GIA-certified natural diamonds. - Luvansh said it will continue developing new sales channels while growing its online business.

The bottom line: - Luvansh is testing whether its online diamond business can convert into a physical retail brand without losing the value and transparency that fueled its growth.